Trader Vic's Makes the List of Top Brand Extensions

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After 73 years, the Trader Vic's Brand continues to look for new ventures.

Trader Vic's was first nominated by our panel of experts as one of the most memorable recent extensions in the food category

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Trader Vic's new association with United Airlines landed the famous restaurant near the top of the annual TippingSprung/Brand Week magazine poll on brand extensions. Trader Vic's came in a close second to Budweiser Barbecue Sauce in the food favorites category for its new menus on United Airlines.

The poll asked 860 marketing professionals who are experts on branding to rank their favorite brand extensions. Brand extensions are products or services that move a company from its core business into a new area of activity. "Trader Vic's was first nominated by our panel of experts as one of the most memorable recent extensions in the food category," said Robert Sprung, CEO of TippingSprung. "Respondents to the survey then voted it among the top two entries in its category, which is quite a distinction."

The poll respondents considered products as varied as Snoop Dogg leashes for pets (in the Pet Power category), or Jeff Foxworthy beef jerky (Celebrity Brand extensions). Both those products got thumbs up from professionals. Among the products that didn't strike the experts as good ideas: SpongeBob SquarePants Edamame, and Willie Nelson Biodiesel Fuel.

Trader Vic's food and signature Mai Tais became available on select United Airlines flights to Hawaii in August of 2006. Travelers onboard United can now savor Trader Vic's award-winning island-inspired cuisine and world-famous cocktails. Sven Koch, Trader Vic's vice president of operations says, "Because of the success of the Trader Vic's/ United partnership, United has decided to extend the food service on their flights to selected cities in Asia, including Tokyo, on January 9, 2007." He continues, "We are very pleased about our standing in the TippingSprung poll. Trader Vic's has always been a great brand and it looks like the experts agree."

Trader Vic's was founded in Oakland in 1934, and by the end of 2007 will have expanded to 30 restaurants worldwide including Dallas TX, Chicago IL, Destin FL, and Las Vegas NV. Now opened are Scottsdale AZ, Atlanta GA, Beverly Hills CA, Emeryville CA, Palo Alto CA, San Francisco CA, and Bellevue WA.

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A full survey report is available (email to Robert @

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Tara O'Leary



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